Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional Products Arens|Schaefer|Weigold Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional Products Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Learning Objectives Discuss the various types of outdoor advertising and its pros and cons Describe how outdoor advertising is purchased Discuss the various types of transit advertising and its pros and cons

Learning Objectives Discuss the various types of direct-mail advertising and its pros and cons Describe the basic components of direct- mail advertising Explain the value of promotional products

Types of Outdoor Advertising Bulletins Poster panels Eight-sheet posters Spectaculars

Buying Outdoor Advertising 100 showing: Basic unit of sale for billboards or posters is 100 gross rating points daily One rating point equals 1 percent of a particular market’s population Location is key for effective outdoor advertising Rates vary depending on property prices, labor costs, and market size

Technology in Outdoor Advertising Global positioning systems (GPS) Give the exact latitude and longitude of particular boards Digitized videos Show the actual boards and the environment in which they are located Computerized painting Guarantees a high-quality, high-resolution reproduction of a message Digital billboards Can be implemented the same day and updated quickly and easily over the Internet

Types of Transit Advertising Transit shelter advertising Terminal posters Inside and outside cards and posters

Buying Transit Advertising Unit of purchase is a showing Showing: Relative number of outdoor posters used during a contract period, indicating the intensity of market coverage Full showing: Unit of purchase where one card will appear in each vehicle in the system

Buying Transit Advertising Space can be purchased as half or quarter showings Cost depends on: Length and saturation of the showing Size of the space

Special Inside Buys Basic bus: All the inside space on a group of buses, giving the advertiser complete domination Take-ones: Pads of business reply cards or coupons affixed to interior advertisements for an extra charge Allow passengers to request for more information, send in application blanks, or receive other product benefit

Special Outside Buys Bus-o-rama signs: Bus roof sign Full-color transparency backlighted by fluorescent tubes running the length of the bus Total bus: Covers the entire exterior of a bus, including the front, rear, sides, and top

Special Outside Buys Brand trains: Advertising program under which all the advertising in and on a train is from a single advertiser Immersive advertising: Integration of advertising into the message delivery mechanism in a way that promotes the product and entertains the audience

Types of Direct Mail Advertising Dimensional direct mail E-mail Sales letters Postcards Business reply mail Folders Brochures Broadsides Self-mailers Statement stuffers House organs Catalogs

Promotional Products Useful or decorative articles of merchandise imprinted with a company’s name, logo, or message Utilized in marketing communications programs Advertising specialties: Promotional products that are distributed free

Promotional Products Premiums: Imprinted promotional items that are given as an incentive for a specific action Business-to-business specialties Structured specialty promotions used by companies to improve their goodwill standing over competitors